“The paddock has now turned into a catwalk,” says Susie Wolff, reflecting on the exclusive areas at Formula 1 races where teams, media, and VIP guests converge. “That’s where everyone makes their entrance, from the celebrities, the girlfriends and wives of the drivers.”
Wolff, a former professional racing driver, managing director of the F1 Academy, and wife of Mercedes F1 CEO Toto Wolff, highlights the unique global glamour of F1. “It’s one of the few sports that’s truly global and there’s a glamour to it it’s part of the show and part of the appeal.”
This allure has been intrinsic to Formula 1 throughout its 76-year history, combining high-performance engineering, luxury brands, and elite international cities. Yet the sport is entering a new era of celebrity-driven visibility, appealing increasingly to younger audiences.
Drive to Survive and the Gen Z Factor
A pivotal catalyst in this evolution is Netflix’s Drive to Survive, returning for its eighth season this weekend. Since Liberty Media acquired F1 in 2017 for $4.4 billion, the company has modernized the sport with a focus on digital rights, social media promotion, and new marketing initiatives. A year later, F1 phased out grid girls and commissioned Drive to Survive, providing unprecedented behind-the-scenes access to drivers, teams, and the sport’s operational intricacies.
The strategy has proven effective: F1 reports that 43% of its fanbase is now under 35, up 30% since 2018. Research by YouGov in 2023 indicated that the latest season of Drive to Survive was watched by seven million viewers, with 31% aged 18-29.
“Teams have realised it’s more than just about the racing; it’s the drama off track, the personalities off track,” Wolff notes, highlighting how the sport now blends performance with spectacle.
Celebrity Influence in the Paddock
The trend is clear: A Formula 1 race weekend has become one of the most sought-after events for celebrities. Historic examples include Nicole Scherzinger’s association with Lewis Hamilton and Geri Horner with Christian Horner. Today, the paddock attracts international stars such as Beyoncé, Jay-Z, Jennifer Lopez, Timothée Chalamet, and BLACKPINK’s Rosé and Lisa.
Drive to Survive frequently highlights drivers’ partners, including Ferrari’s Charles Leclerc’s fiancée Alexandra Saint Mleux and Williams’ Carlos Sainz’s model partner Rebecca Donaldson, merging high fashion with sport.
Podcast host Matt Elisofon comments,
“It’s just taking on a whole new dimension that’s a lot more global, a lot more Hollywood… Patrick Mahomes and Travis Kelce investing in teams is relatively new.”
The increased celebrity presence functions as a gateway, attracting casual viewers to engage more deeply with the sport. According to YouGov, 26% of Drive to Survive fans initially had no interest in Formula 1.
Expanding Fan Demographics
For Wolff, celebrity attendance is “brilliant for the sport,” but sporting integrity remains paramount. “It doesn’t matter which celebrity is in your garage during the race; performance comes first.”
The sport’s popularity among women has surged, with F1 reporting that 42% of fans are now female, particularly in the 18-24 age bracket. Wolff reflects, “Society’s changed… You can be feminine, you can be beautiful, and you can put your helmet on and be a fierce-faced driver.”
Bella James, an F1 content creator, adds that the Netflix series has provided unprecedented access for female fans, allowing them to connect with the sport in new ways.
Looking Ahead to the 2026 Season
Fans are now anticipating the 2026 F1 calendar, which kicks off in Melbourne on 6 March. Wolff recalls the 2021 season finale in Abu Dhabi, where the title decider came down to the final lap between Max Verstappen and Lewis Hamilton, captivating millions worldwide. Moments like these, dramatized in Drive to Survive, continue to draw new generations into the world of Formula 1.
With a blend of on-track excellence, off-track drama, celebrity influence, and digital storytelling, F1 is entering a transformative era that combines sporting precision with global entertainment.
